Svend Hollensen. Prentice Hall

Transcription

1 Svend Hollensen Prentice Hall FINANCIAL TIMES An imprint of Pearson Education Harlow, England London New York Boston San Francisco Toronto Sydney Tokyo Singapore Hong Kong Seoul Taipei New Delhi Cape Town Madrid Mexico City Amsterdam Munich Paris Milan

2 Preface Guided tour Acknowledgements Publisher's acknowledgements Abbreviations About the author xiii xviii xx xxii xxvi xxviii THE DECISION TO INTERNATIONALIZE Part I Video case study Acme Whistles Ltd: An SME is globalizing its whistles sales 2 Introduction to Part I 3 Global marketing in the firm 4 Learning objectives The process of developing the global marketing plan Introduction to globalization Development of the'global marketing'concept Forces for'global integration'and'market responsiveness' The value chain as a framework for identifying international competitive advantage Value shop and the'service value chain' Information business and the virtual value chain Summary Bubba Gump Shrimp Co.: A US-based restaurant chain is going international 30 Questions for discussion 32 References 33 Initiation of internationalization 34 Learning objectives Introduction Internationalization motives Triggers of export initiation (change agents) Internationalization barriers/risks Summary Elvis Presley Enterprises Inc. (EPE): Internationalization of a 'cult icon' 50 Questions for discussion 51 References 51 vii

3 Internationalization theories 53 Learning objectives Introduction The Uppsala internationalization model The transaction cost analysis (TCA) model The network model Born globals Summary Entertainment Rights: Internationalization of 'Postman Pat' 67 Questions for discussion 68 References 69 Development of the firm's international competitiveness 71 Learning objectives Introduction Analysis of national competitiveness (the Porter diamond) Competition analysis in an industry Value chain analysis Blue ocean strategy and value innovation Summary Wii: Nintendo's Wii takes first place on the world market - can it last? 97 Questions for discussion 101 References 101 Part I Case studies 1.1 Manchester United: Still trying to establish a global brand Cereal Partners Worldwide (CPW): The No. 2 world player is challenging the No. 1 - Kellogg 106 DECIDING WHICH MARKETS TO ENTER Part II Video case study Land Rover: Which markets should be selected for the new Freelander Introduction to Part II 115 The political and economic environment 116 Learning objectives Introduction The political/legal environment The economic environment The European Economic and Monetary Union and the euro Summary 134 VIII

4 5.1 Sauer-Danfoss: Which political/economic factor would affect a manufacturer of hydraulic components? 137 Questions for discussion 138 References 138 The sociocultural environment 139 Learning objectives Introduction Layers of culture High-and low-context cultures Elements of culture Hofstede's original work on national cultures (the '4 + 1' dimensions model) Managing cultural differences Convergence or divergence of the world's cultures The effects of cultural dimensions on ethical decision making Summary IKEA catalogue: Are there any cultural differences? 158 Questions for discussion 160 References 160 The international market selection process 161 Learning objectives Introduction International market selection: SMEs versus LSEs Building a'model for international market selection Market expansion strategies The global product/market portfolio Summary Philips Lighting: Screening markets in the Middle East 183 Questions for discussion 184 References 185 Part II Case studies 11.1 Red Bull: The global market leader in energy drinks is considering further market expansion Skagen Designs: Becoming an international player in designed watches 192 Part III MARKET ENTRY STRATEGIES 197 Part III Video case study Tata: Which entry modes should be used for Tata Nano - the World's cheapest car 198 Introduction to Part III 200 ix

5 Some approaches to the choice of entry mode 203 Learning objectives ' Introduction The transaction cost approach Factors influencing the choice of entry mode Summary Ansell condoms: Is acquisition the right way for gaining market shares in the European condom market? 211 Questions for discussion 213 References 214 Export, intermediate and hierarchical entry modes 215 Learning objectives 9.1 Introduction 9.2 Export modes 9.3 Intermediate modes 9.4 Hierarchical modes 9.5 Summary 9.1 Lysholm Linie Aquavit: International marketing of a Norwegian Aquavit brand Questions for discussion References International buyer-seller relationships 261 Learning objectives 10.1 Introduction 10.2 Reasons for international sourcing 10.3 A typology of subcontracting 10.4 Buyer-seller interaction 10.5 Development of a relationship 10.6 Reverse marketing: from seller to buyer initiative 10.7 Internationalization of subcontractors 10.8 Project export (turnkey contracts) 10.9 Summary 10.1 YouTube: Can YouTube get too many international marketing partners? Questions for discussion References Part III Case studies IM.1 IKEA: Expanding through franchising to the South American market? 282 III.2 Autoliv Air Bags: Transforming Autoliv into a global company 288-

6 Part IV DESIGNING THE GLOBAL MARKETING PROGRAMME 293 Part IV Video case study Electrolux: Trying to establish a global brand identity 294 Introduction to Part IV 295 Product and pricing decisions 301 Learning objectives introduction The dimensions of the international product offer Developing international service strategies The product communications mix Product positioning Brand equity Branding decisions Implications of the Internet for collaboration with customers on product decisions Green marketing strategies Factors influencing international pricing decisions International pricing strategies Implications of the Internet for pricing across borders Summary Zippo Manufacturing Company: Has product diversification beyond / the lighter gone too far? 349 Questions for discussion 350 References 351 Distribution and communication decisions 353 Learning objectives Introduction External determinants of channel decisions The structure of the channel Managing and controlling distribution channels Implications of the Internet for distribution decisions The communication process Communication tools International advertising strategies in practice Implications of the Internet for communication decisions Summary De Beers: Forward integration into the diamond industry value chain 397 Questions for discussion 395 References. 396 XI

7 Part IV Case studies IV.1 IV.2 Guinness: How can the iconic Irish beer brand compensate for declining sales in the home market? 397 Dyson Vacuum Cleaner: Shifting from domestic to international marketing with the famous bagless vacuum cleaner 404 Part V IMPLEMENTING AND COORDINATING THE GLOBAL MARKETING PROGRAMME 411 Part V Video case study Royal Enfield: Trying to establish an international brand entity 412 Introduction to Part V 413 Cross-cultural sales negotiations 414 Learning objectives Introduction Cross-cultural negotiations Intercultural preparation Coping with expatriates Knowledge management and learning across borders Transnational bribery in cross-cultural negotiations Summary Mecca Cola: Marketing of a'muslim'cola to the European market 434 Questions for discussion 436 References 437 Organization and control of the global marketing programme 438 Learning objectives Introduction Organization of global marketing activities The global management account (GAM) organization Controlling the global marketing programme The global marketing budget The process of developing the global marketing plan Summary iphone: Apple's entry into the global mobile phone business 466 Questions for discussion 469 References 470 Part V Case studies V.1 Sony BMG: New worldwide organizational structure and the marketing, planning and budgeting of Dido's new album 471 V.2 Philips Shavers: Maintaining shaving leadership in the world market 475 Index 482 XII